In a buy-one-get-one (BOGO) consumer world, the buy-one-give-one corporate movement is witnessing explosive growth in the marketplace and is becoming the new BOGO standard of the day. In addition, the field of social enterprise, or the buy-one-give-one, has become a powerful driver of philanthropy.
Socially responsible companies that support worthy social causes are a part of the growing design philosophy and trend of social responsibility. These companies support social causes and those in need through financial donations and the donation of physical goods, while the one for one movement helps consumers visualize the impact of their purchases.
It’s no secret that doing good, is good for business. In fact, some argue it’s imperative. Consumers are demanding social responsibility from brands. According to a 2011 research study from Cone Communications, an overwhelming 94% of consumers say they are likely to switch brands that are similar in price and quality, to one that supports a social issue.
Even though companies and consumers alike are committing to the one for one philosophy, critics argue it falls short in terms of creating a long-term, sustainable solution. Some argue that good intentions are not good enough. This may be a valid criticism, but companies that engage in the one for one movement are a proven outside ‘agent to enact change’ in terms of humanizing pressing social issues, while exposing consumers to the needs in their community and around the world.
Material support can only go so far though, in terms of providing aid. The social mission of the BOGO companies has lead to an upgraded 2.0 version of the one for one movement. Companies are taking steps beyond a literal ‘one for one’ model and, in addition are focusing on job creation (buy-one-hire-one) and higher level needs (buy-one-fund-one).
There is much more to doing good work than ‘making a difference.’ Companies are starting to not just provide goods to communities in need, but investing in opportunities for services. The model not only provides jobs to those in need, but it also provides community members with invaluable services and the dignity of choice.
Additionally, BOGO companies are also focusing on fulfilling higher-level needs. Florida-based apparel company Naked Hippie embodies the 3.0 version of the BOGO model. The self-described “purposed brand” sells a range of moderately priced organic tees made from recycled materials. For every t-shirt sold, the company invests profits in micro-loans that help individuals in developing countries support themselves and make a difference in their community. Instead of relying primarily on outside ‘agents to enact change’, this model respects and strengthens the capacity of people to identify their own problems and opportunities.
Further proof that the one for one movement has made a difference, companies are now able to be a certified “B Corporation,” which is a new class. Companies under this class are required to create material positive impact on society and meet third-party standards of accountability and transparency. By integrating their business strategy and giving strategy, BOGO companies have helped change the course of corporate social responsibility, consumerism and philanthropy.
TrikleTrade supports all efforts that focus on improving the human condition. Our motto is ‘neighbor helping neighbor’, but in an online world, your neighbor maybe thousands of miles away and someone you don’t even know. Trikletrade is also an agent for change by providing a collaborative system, which removes barriers and offers an open platform for those who wish to be part of this growing movement.